ITV is to rebrand all of its channels and subsidiaries with a new set of logos and on-screen identities. As part of its first major design shake-up since 2006, the main ITV1 channel will revert to being called simply ITV, and it will have a new logo with curvy lettering and a “colour-shifting design”.
The new look will take effect in January and will be applied to all of ITV’s corporate branding too, including its parent company ITV Plc and its production arm, ITV Studios.
The revamped logo will be unified across all of the ITV channel network, including +1 versions. ITV’s rebranding was handled in-house by Rufus Radcliffe, who oversaw the E4 rebranding while he worked at Channel 4, and Reemah Sakaan who helped to rebrand BBC Three while at the BBC.
At a press briefing, Radcliffe said: "People love our shows, but we don't get the credit for bringing them. With all these media brands out there if you don't have a clear brand then you are exposed. What this rebrand is about is cementing the relationship between the shows that people love and the ITV brand that makes them."
The new curvy lettering is meant to look like "a form of human handwriting". The basic “mother” version for ITV will use four colours but it can be changed according to the programme it’s used in connection with, which the broadcaster calls “colour picking”.
“We want it to flex and focus,” said Radcliffe. “We are going to drop the ITV1 from January because we have always been swimming against the tide with that branding and viewers have never really embraced it."
There will be other colour variations for ITV2, ITV3, ITV4, CITV, ITV News and ITV Sport broadcasts, along with new idents. The ITV Player will adopt the overall brand of ITV Plc so that it is coherent across all platforms.
So far, the new logo has been met with a negative reaction from online commentators, to say the least.
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